In working with our Fortune 1000 clients I have come to see that we all can learn a few things from these Big Boys. They may miss the boat on some things, but they get a lot right. Let’s review.
Strategy Before Tactics. Big Boys figure it out upfront and then develop a tactical plan to achieve their goals. First, they figure out the brand’s positioning. A positioning statement helps you chart your path to success because it lets all your audiences - internal and external - know where your organization stands in the battle for your consumers' minds.
A positioning statement expresses how you wish to be perceived. It is the core message you want to deliver in every medium. Your positioning statement will be found where three items intersect:
- your business acumen/aspirations
- your market
- what truly differentiates you
Now the Big Boys have the budgets to do every kind of research imaginable. No matter what you’re your budget, there are a number of inexpensive things you can do to get actionable data.
Surveys. These are easy to mount with the advent of online applications like SurveyMonkey, and plug-in polling applications for blogs and websites. Or, just do simple survey cards that can be handed out at your location and dropped into customer mailings. Focus groups. You do not have to be a research specialist to run a focus group. You just need to understand that whatever you get from the focus group is directional, not projectable.
Choose Partners Strategically. The Big Boys know how to find a partner who fits their needs. They search for partners whose market demographics and psychographics mesh. They find a partner who can bring something to the table they don’t currently have and then they develop programs that build their respective brands while also achieving sales goals. Take a look at this website that showcases a Ritz-Carlton and American Express partnership. Ritz-Carlton has beds. Am-Ex has card members with money and the propensity to travel. The communication in this site builds both brands. A marriage made in heaven. Who is your heavenly partner? http://www.ritzcarlton.com/en/Films/Films.htm
Consistency Rules. Your brand is built on every interaction a client has with you from customer service to your product to your website. I’m not just talking about ensuring that your logo, fonts and colors are used in a consistent manner – although they should be. The big job is aligning your message at all points of contact across the spectrum, including with your employees.
Even if you don’t have a Big Boy budget, you still can market like one of them
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